What Young Donors Respond to Today: Part III

Young people under age 35 want to give to charity – by donating either their money or their time. But many nonprofit organizations are not approaching the huge Millennial generation correctly, according to The Millennial Impact Report, a new study by Achieve that all nonprofit leaders should read. More than 2,600 respondents, most college graduates, were surveyed in early 2013.

Young people are not interested in institutions or structures, the study found. They are interested in people, and they want to know how their contributions will help people.

The majority of Millennials give either time or money to up to five causes that they are passionate about. They may not give much – 40 percent give up to $50 and another 23 percent give up to $100. But 52 percent said they are interested in monthly giving.
Members of the Millennial generation are socially conscious and are passionate about their causes. They also see volunteer opportunities as a chance to socially connect with like-minded people.

Tip #3: Promotional Emails

Sending occasional emails with call-to-action information often brings results with the younger generation. At least half of those who receive emails requesting them to sign a petition, donate or share news have done so.

When they receive these emails, young donors want to receive meaningful information, such as a calendar of events, timely updates with links to full articles, and success stories of the charity’s work, the study showed.

But nearly three-fourths of those surveyed said that nonprofits emailed too frequently, saying, “I always have something in my inbox from them.”

For additional tips please refer to:

What YoungDonors Respond to Part I: http://www.dh-cpa.com/what-young-donors-respond-to-today-part-i.html

What Young Donors Respond to Part II: http://www.dh-cpa.com/what-young-donors-respond-to-today-part-ii.html

Davis & Hodgdon Associates CPAs has been assisting nonprofits, individuals and businesses with tax and accounting services in the Burlington Vermont Metro area for more than 20 years. If you have any questions or concerns please feel free to call 802.878.1963 or email [email protected].